Small Business Direct Mail Marketing Strategy

Take your small business to the next level using direct mail marketing.

Small business direct mail marketing strategy might sound difficult, so let’s make it easy so you can devise and implement your own small business direct mail marketing strategy that fits in to your small business plan.

A small business direct mail marketing strategy or strategic marketing plan is an overall plan of marketing actions you intend to take in order to accomplish a specific goal for your company.

Then work out an overall, simple plan of the major marketing steps needed to accomplish that (example):

1.    Publish a newsletter for all existing customers and mail out quarterly.
2.    Work out 4 special offers in the year and promote them to all our customers.
3.    Set up on-line shopping and expand the web site.
4.    Direct mail campaign promoting the web site to all customers.
5.    Get mailing lists of (target markets) and do a series of 3 mailings of postcards to them and follow up on and close all leads.
6.    Etc.

Read up on best small businesses successful direct mail marketing campaigns.

Your business marketing strategy needs to be laid out in the right sequence and you should have some idea of budget when you write it. If you don’t promote heavily, it doesn’t matter how good your product or service is, no one will know about it and you will go broke.

What really works when it comes to small business ideas regarding direct marketing mailing?

Many small business owners don’t have a good enough answer to this important question. Most small business owners learn by a combination of study and trial and error. Here are just a few tips;

1. Target Your Market

Your marketing will produce the best results for the lowest cost when you target prospects with the greatest need for what you offer. Identify the best people to send your postcards to.  Design your postcards to appeal to their greatest need.

2. Create A USP For Your Business

USP stands for “Unique Selling Proposition”.  It’s a statement of what is different about your company and its products.  Your USP gives the reason people should do business with you.

3. Always Make an Offer

Make sure you ask your prospects and customers to do something when they receive your postcard.  By offering them something you know they are likely to want and giving them a smooth path to respond on, you are making it easy and desirable for them to respond.

4. Create and Maintain a Database of The Customer Information You Collect From The Responses To Your Direct Mailings

Most people who receive a postcard from you won’t contact you the first time they receive one.

But once they contact you, you must create and maintain a database which allows you to repeatedly contact them with offers to respond to. A one-time direct mailer services can get response, but are bound to leave sales on the table. Those sales can be picked up with repeated direct mailings.

5. Take Away the Fear of Loss

People don’t want to be fooled, plain and simple.  Unfortunately trust does not run high today between customers and starting small business in general.  People have been disappointed too many times by being sold one thing and getting another.

6. Expand Your Product Line

Getting new customers is more expensive than selling to existing ones.  By regularly developing new products and services to sell to your customers and offering these new products and services to them, you can expand your business efficiently and easily.

7. Test Your Postcard Advertising Promotions

Track the effectiveness of your postcard mailings.  How many people responded to your mailing?  What dollar amount of sales resulted from those responses?

Is the money you are spending to attract new business giving you a good return?  What can you do to make your marketing more effective?  Change your offer, headline, price, the timing of your offer.  When you do track the results and improve your response.

These are the points to follow when designing your own marketing strategy.   When you are done, you will have laid out the steps needed to accomplish your goal using existing resources to achieve a great marketing ROI (return on investment).

After that, you simply have to get those steps executed and that might require further planning but it is all in the context of your main small business direct mail marketing strategy.

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